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When and how frontline service employee authenticity influences purchase intentions

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  • Matthews, Lynn
  • Eilert, Meike
  • Carlson, Les
  • Gentry, Jim

Abstract

In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we find that FSE authenticity is a separate significant predictor of purchase intentions. Further, we find that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this finding only holds for brands that do not emphasize their authenticity, indicating that brand managers should differentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we investigate the robustness of these effects across both experience and credence services, and find that FSE authenticity is especially important in credence service contexts.

Suggested Citation

  • Matthews, Lynn & Eilert, Meike & Carlson, Les & Gentry, Jim, 2020. "When and how frontline service employee authenticity influences purchase intentions," Journal of Business Research, Elsevier, vol. 114(C), pages 111-123.
    • Handle: RePEc:eee:jbrese:v:114:y:2020:i:c:p:111-123
    DOI: 10.1016/j.jbusres.2020.04.002
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    2. Lo, Fang-Yi & Yu, Tiffany Hui-Kuang & Chen, Hsin-Hao, 2020. "Purchasing intention and behavior in the sharing economy: Mediating effects of APP assessments," Journal of Business Research, Elsevier, vol. 121(C), pages 93-102.
    3. Al-Kilani, Shaymaa & El Hedhli, Kamel, 2021. "How do restaurant atmospherics influence restaurant authenticity? An integrative framework and empirical evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Sandra Horvat & Tanja Komarac & Durdana Ozretic Dosen, 2021. "Perceived Private Label Authenticity: A Two-Study Analysis," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 47-66.
    5. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    6. Wu, Ruijuan & Li, Peiyu, 2023. "Continuance intention to use self-delivery boxes: An empirical study in Tianjin, China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    7. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
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    9. Hyun, Hyowon & Park, JungKun & Hong, Eunpyo, 2024. "Enhancing brand equity through multidimensional brand authenticity in the fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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